CPIs: The Critical Drivers of the Curve
Vetted across nearly 200 brands across industries and sectors, CPIs represent a universal set of outcomes that customers desire when doing business with a brand—that is, functional, emotional, and social goals that help customers to function, thrive, and succeed as human beings.
Customer Performance Indicators (CPIs) are identified from the outside-in, rather than the inside-out measures such as Net Promoter Score (NPS) and Customer Satisfaction (CSAT) and other similar Key Performance Indicators (KPIs). For the first time, these outside-in metrics of universal human truth are directly linked to business results (KPIs) through the Value Exchange Model.
What’s more, employees find it far easier to internalize CPIs compared to business-centric KPIs, as they can better empathize with and directly influence the desired outcome for a customer—from product development to frontline support.
Validation of CPIs
At the onset of our desk research, we began with numerous outcomes that individuals strive to achieve in their lives. Further work distilled this list of outcomes to a set of customer goals most relevant to interactions with companies and brands. In August 2020, a survey of 1,000 people confirmed the veracity of the 14 universal goals that humans place the most value on when doing business with a given brand. Our analysis validated the statistically significant relationship between each CPI and Future Customer Value (FCV), in that as each CPI increases, so too does FCV. Furthermore, as the number of CPIs executed on for a customer increases (CPI penetration), growth in FCV accelerates.
